{"id":156,"date":"2009-07-16T10:20:12","date_gmt":"2009-07-16T17:20:12","guid":{"rendered":"https:\/\/dcincome.com\/blog\/?p=156"},"modified":"2010-06-07T08:52:10","modified_gmt":"2010-06-07T15:52:10","slug":"magic-words-that-bring-you-new-patients","status":"publish","type":"post","link":"https:\/\/dcincome.com\/blog\/magic-words-that-bring-you-new-patients\/","title":{"rendered":"Magic Words That Bring You New Patients And Money"},"content":{"rendered":"<p><span style=\"font-family: Times New Roman; font-size: small;\"><em>(Today&#8217;s blog post is by  Dr. Michael Beck. Dr. Beck took his practice from near bankruptcy to  $30k a month using new strategies he learned from top marketing experts.  Dr. Beck also is now an experienced copywriter and has written successful  copy for very high conversion websites and newspaper ads. Find out more  at <a href=\"http:\/\/snurl.com\/n7g70\" target=\"_blank\">http:\/\/snurl.com\/n7g70<\/a>)<\/em><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Words are a powerful tool in  any chiropractor&#8217;s marketing arsenal. Whether you&#8217;re running an ad in  the newspaper, creating a landing page for your website, or writing  an email to patients, there are certain words that will drastically  increase response. The purpose of most marketing you do is to bring  in more new patients. And to do that effectively, you&#8217;ll need to use  the 6 components of a good marketing letter.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"> <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>#1.  The Headline.<\/strong><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">A headline is the \u201cAd for  the ad\u201d. Marketing guru Dan Kennedy calls it the \u201cmost valuable  real estate\u201d on your website. If your headline is good, people will  keep reading. If it\u2019s terrible, visitors will hit the back button  and look for another website. Here are the keys to writing a good headline.  (You shouldn\u2019t use all of them every time, but try to use as many  as possible.)<\/span><\/p>\n<ul type=\"disc\">\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Build curiosity<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Offer hope<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Use a provocative    statement<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Makes \u201cnews\u201d<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Appeal to the emotions<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Calls out to a specific    target patient (by using a problem they are suffering with)<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Uses specifics<\/span><\/li>\n<li><span style=\"font-family: Times New Roman; font-size: small;\">&#8211; Needs to answer:    so what, who cares, what\u2019s in it for me<\/span><\/li>\n<\/ul>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Thankfully, there are winning  headline templates that have been tested over the years.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">We can use these templates  easily for our own chiropractic purposes. Let\u2019s look at a few\u2026<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>-How To\/How You.<\/strong> Example:  \u201cHow To Get Rid Of Your Back Pain Once And For All\u201d \u2013 this is  a great headline, as it makes news, builds curiosity, and offers hope.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>-Story<\/strong>\u2014How &lt;crazy  thing&gt; &lt;lead to outcome they want&gt;. Example: \u201cHow A Near  Deadly Car Accident Fixed My Headaches\u201d \u2013 you would then go on to  talk about how the accident lead you to chiropractic, which fixed your  headaches that you had been having since childhood. This could be used  as a testimonial type headline too, from a patient you have had.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>-Without Pain<\/strong>&#8211;&lt;Benefit&gt;  Without &lt;Pain\/Hassle\/What they don\u2019t want&gt;. Ex: \u201cGet Rid Of  Sciatic Pain without Dangerous Drugs and Harmful Surgery!\u201d<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>-If\u2026Then<\/strong>\u2014If you  are &lt;type of person\/benefit looking for&gt; then &lt;benefit&gt;.  Ex: \u201cIf You Are Suffering From Fibromyalgia, Then You Must Read This!\u201d<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>Authority Headline<\/strong>\u2014When  &lt;expert has problem&gt;-This is What They Do. Ex. \u201cWhen Doctors  Hurt, This Is What They Do\u201d.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>Who Else<\/strong>\u2026Who Else  Want &lt;Benefits&gt;? Ex. \u201cWho Else Wants To Play Golf Without Back  Pain?\u201d<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong># Reasons Why<\/strong>\u2014Here  are &lt;# reasons&gt; why you should &lt;do\/buy\/try something&gt;. Ex:  \u201cHere are 7 Reasons Why You Should See Dr. Smith This Week\u201d<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>Discover<\/strong>\u2014Discover,  Scientists Discover Amazing. Ex. \u201cDiscover the New Sciatic Treatment\u201d <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>Which<\/strong>\u2014Which of These  &lt;Options Do You Want&gt;? or Which of These <strong>&lt;<\/strong>Pains\/conditions  you suffer from&gt;? <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>#2.  The Opening<\/strong><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">The opening is what comes after  the headline. This is where you can really pique the<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">interest of your reader and  transition them into a compelling offer. Here are a few ways to<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">open your copy:<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 Use a question \u2013 Have  you been suffering with headaches for years?<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 Preview \u2013 I\u2019m about  to show you 7 ways to live a healthier life.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 Expand on the headline \u2013  Never before has there been a safer, easier way to get rid<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">of sciatic pain.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 If\u2026then \u2013 If you are  suffering from fibromyalgia, this webpage could be the most<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">important thing you read all  year.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 Short and curiosity provoking  \u2013 Yes, you really can\u2026, or \u201cLet\u2019s face it\u2026\u201d<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 My name is \u2013 My name is  Dr. Michael Beck. I\u2019m a chiropractor.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 I\u2019m so excited \u2013 I\u2019m  excited about something very important, and I wanted to share<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">it with you immediately.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 I have a problem \u2013 It  was a mistake. Somebody in my office goofed and ordered<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">the wrong amount of x-ray film.  (This one would be good in an email to your list of<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">prospects that haven\u2019t come  in yet.)<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 Story \u2013 It was a beautiful  late summer afternoon, 3 years ago, when my<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">excruciating back pain finally  went away.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>#3.  The Offer<\/strong><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">The offer is where you explain  what you are going to give the patient at a certain price. In most cases,  the higher the cost the better the quality of the patient is going to  be. By quality I mean more open to your recommendations, easier to convert  to care, and overall a better patient. <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">For example, if you have a  $49 offer for an evaluation you&#8217;re going to find a better quality patient  than you would if you ran an ad for $15. It may not sound like a big  difference (and it&#8217;s really not when it comes to healthcare), but it  can be to those patients who would waste your time and never start care.  If you lower the price to $15, you would get more patients, but you&#8217;re  going to also notice a lot of just freebie seekers. A general rule is  $20 or less, your quality is going to drastically drop.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>#4.  Proof, Stories, or Testimonials<\/strong><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">This one is very important.  You need to prove to your visitor or reader that you can do<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">what it is that you are promising.  There are many ways to prove your point, but the most<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">effective for our purposes  are the use of testimonials.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">If it\u2019s legal in your state  (most states it is), then you should be using testimonials for all<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">they\u2019re worth. <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Where should you put testimonials?<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">On a landing page, they should  be used to prove a point, ie. where an objection might<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">come up for the reader and  at the end of your landing page. <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">You can and should also use  your personal story when applicable. Do you have a story of why you  got into chiropractic? Use it in your emails and landing page if you  can. Pictures and videos also serve as great proof. We\u2019ll be covering  videos in a future lesson. But for now, you can film your patient\u2019s  testimonials as a video or have their picture beside them on your webpage.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>#5.  Call to action<\/strong><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Here\u2019s where many chiropractors  drop the ball. They go to great lengths to write an ad or pay someone  to do a webpage, even have a compelling offer, but then fall short on  the call to action.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">This is where you spell it  out to them, telling them exactly what to do. <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">For example, on your  website  you might say \u201cFill in the form below to instantly receive access  to these back pain relief strategies.\u201d This sounds simple enough,  but if you hadn\u2019t put that one line in there, many people would not  have followed through and performed the \u201caction\u201d we want them to. <\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\"><strong>#6.  P.S.<\/strong><\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">A P.S. (post script) is that  short sentence or two you find after a person&#8217;s signature in a letter.  It is commonly said in copywriting circles that many people scroll down  to the your P.S. and read it second, after your headline. These can  work well in your autoresponder sequences or your broadcast emails.  An example that you could use is\u2026<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">\u00b7 Spur action now \u2013\u00a0 \u201cP.S. Remember, due to our busy schedule, there are only 5 spots available  this week. Don\u2019t delay \u2013 call xxx-xxx-xxxx and speak with Susie  today!\u201d<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Now you know the basics of  writing a good marketing letter. Sure, you can study more advanced material  and get even better results, but if you use the above templates you&#8217;ll  be light years ahead of any other chiropractor in your town.<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">If you&#8217;d like to learn more  about copywriting, check out these great books&#8230;<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Web Copy That Sells by Maria  Veloso<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Magic Words That Bring You  Riches by Ted Nicholas<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">Advertising Secrets Of The  Written Word by Joseph Sugarman<\/span><\/p>\n<p><span style=\"font-family: Times New Roman; font-size: small;\">The Ultimate Sales Letter by  Dan Kennedy<\/span><br \/>\n<span style=\"font-size: small;\"><span style=\"font-family: Times New Roman;\">&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;<\/span><\/span><br \/>\n<span style=\"font-family: Times New Roman; font-size: small;\"><em>Find out more  about Dr. Michael Beck and his Ads that work for Chiropractors at <a href=\"http:\/\/snurl.com\/n7g70\" target=\"_blank\">http:\/\/snurl.com\/n7g70<\/a><\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Today&#8217;s blog post is by Dr. Michael Beck. Dr. Beck took his practice from near bankruptcy to $30k a month using new strategies he learned from top marketing experts. Dr. Beck also is now an experienced copywriter and has written successful copy for very high conversion websites and newspaper ads. Find out more at http:\/\/snurl.com\/n7g70) [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,57,35],"tags":[60,18,59,15,58,24],"class_list":["post-156","post","type-post","status-publish","format-standard","hentry","category-chiropractic-marketing","category-copywriting","category-internet-marketing","tag-chiropractic-ads","tag-chiropractor","tag-dan-kennedy","tag-marketing","tag-michael-beck","tag-new-patients"],"_links":{"self":[{"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/posts\/156"}],"collection":[{"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/comments?post=156"}],"version-history":[{"count":7,"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/posts\/156\/revisions"}],"predecessor-version":[{"id":162,"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/posts\/156\/revisions\/162"}],"wp:attachment":[{"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/media?parent=156"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/categories?post=156"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dcincome.com\/blog\/wp-json\/wp\/v2\/tags?post=156"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}